Whistle Sports’ network of 400 social creators and athletes will create and distribute content to over 257 million aggregated subscribers, fans and social media followers across platforms.

“This evolution of our partnership is a major stride as brands have been actively seeking ways to leverage social content and creators focused on the NFL on the channels where millennials are following sports 24/7,” said Whistle Sports President Jeff Urban in a statement. “Our audience has always devoured NFL content and we now have the ability to bring brands into the conversation.

“From a brand perspective the agreement enables advertisers to activate around NFL-themed content to reach their audiences via means that have been proven highly effective and have not been previously available through native upload to some of the biggest and most engaged social channels.”

The content will include skill competitions, trick shots, impersonations, comedic short films, workout videos and other various forms of football entertainment. Brands will have the opportunity to sponsor and engage with the content as well.

“Our fans continue to demonstrate an insatiable appetite for NFL digital video content,” said Julie Moeller, Vice President of Media Strategy for the NFL in a statement. “We’re looking forward to working with Whistle Sports and its creators to develop and distribute this exciting new content across a broad range of social media platforms, providing another key touch point for our fans and sponsors to participate in NFL conversation online.”